SHAH ALAM, 18 May 2020 – During the Movement Control Order (MCO), refreshing kegs of Carlsberg beer have been sitting lonely in empty bars. Bad for business owners, and sad for fans of Probably the Best Beer in the World.

To get consumers back into their favourite hangouts and help businesses get back on their feet, Carlsberg Malaysia has introduced Adopt a Keg – an initiative that rewards consumers who have purchased Carlsberg for home consumption with free draught beer they can redeem at local F&B outlets when the MCO restrictions are lifted.

Adopt a Keg allows beer lovers to fill their own virtual beer keg at adoptakeg.carlsberg.com.my by simply scanning the receipt and barcodes from their purchases of Carlsberg Danish Pilsner and Carlsberg Smooth Draught cans and bottles whether from convenience stores, online retailers, supermarkets or hypermarkets.

Once the keg is full, consumers will be rewarded with two free beers from Carlsberg Malaysia which can be redeemed via a QR code at participating F&B outlets when they reopen. Outlets offering redemptions will be reimbursed by Carlsberg Malaysia, helping with their operating expenses while building up customer patronage.

Stefano Clini, Managing Director of Carlsberg Malaysia, said, “Our customers are pivotal to the growth we’ve achieved over the years and we are proud to introduce initiatives aimed at kickstarting their recovery, especially for on-trade customers which have been the most badly affected in this time. Banking on the momentum of our beer sales via e-commerce and off-trade consumption during the MCO, Adopt a Keg aims to reward our consumers with free draught beer on us while supporting their local F&B outlets.”

“Our customers have also innovated with food and beer packages during the MCO including bottling draught beer for delivery and we in turn want to help them regain consumer footfall and lost earnings through this initiative. We call on beer lovers nationwide to help Malaysian F&B businesses come back stronger after the MCO simply by enjoying Carlsberg Danish Pilsner and Carlsberg Smooth Draught they buy from stores,” Clini added.

Redemptions for Adopt a Keg are limited to the first 10,000 consumers, with a total of 20,000 free glasses of Carlsberg beer to be given away. Consumers can redeem their complimentary beer at participating outlets of their choice from 1 June until 31 August or while stocks last.

As an added bonus, Carlsberg Malaysia is offering the chance to adopt a full keg of beer with a special promotion of RM500 for 100 glasses of beer. The offer will be available from 1 June and is limited to the first 1,000 consumers, who can redeem it when participating outlets reopen with the option to share beer from their virtual keg to other registered users on adoptakeg.carlsberg.com.my.

Carlsberg Malaysia encourages consumers to celebrate responsibly by not drinking and driving and practicing social distancing when enjoying their Adopt a Keg redemptions.

Adopt a Keg follows another initiative by Carlsberg Malaysia in support of local coffee shops in collaboration with the Malaysia Singapore Coffee Shop Proprietors General Association (MSCSPGA), where Carlsberg will help defray their utility bills and contribute to their bottom line via a consumer promotion for Carlsberg Smooth Draught – Probably The Smoothest Beer in the World.

For more information on Adopt a Keg, visit adoptakeg.carlsberg.com.my.